The adoption of video streaming services has shown no signs of slowing down in the last few years. With more players such as Disney and Apple soon to launch their own platforms to join the likes of established brands such as Netflix and Amazon Prime Video, it looks like streaming media are definitely here to stay.
Streaming platforms have not only had an impact on popular culture and everyday language but also on consumer habits: as watching Netflix has become synonymous with a relaxing or lazy night in, it has also become associated with food delivery services and snack brands that can help to fuel those endless hours of binge watching. According to Westfield 43% of consumers order food for home delivery to eat in front of a screen and researchers at Harvard University have found that the longer people spend in front of a screen the more they engage in mindless eating, as they are distracted by what they are seeing and therefore less likely to feel full.
Streaming has become so popular that live TV is steadily losing appeal, especially among younger viewers, who according to Ofcom now consume one third less TV on their traditional TV sets compared to 2010.
The changing viewing habits may also explain why sales of alcohol in licensed premises are decreasing and in-home consumption is going up, driven by a growing off-licence trade.
Although this shift in habits certainly brings challenges for more traditional restaurants, it also signals new opportunities for FMCG brands as they can become the default option when consumers embark on a ‘Breaking Bad’ or ‘Orange is the new black’ marathon. It is now even more important for brands to research drivers behind choice in their category to ensure that they are top of mind when consumers are choosing the right accompaniment to their streaming all-nighters.